Objective - This study aims to investigate how the quality of products and the ability to live-stream impact the competitive advantage of businesses operated by women entrepreneurs in the era of live-streaming.

Methodology - The methodology employed in this study was a quantitative approach utilizing an explanatory survey method. The data was collected using online surveys issued to 200 women entrepreneurs who have been in business for over two years and are located across Indonesia.

Findings - The data analysis utilized the Structural Equation Modeling (SEM) methodology via the Mplus program. The study's findings suggest that product quality has little impact on competitiveness. In addition, the ability to live-stream does not lessen the impact of product quality on competitiveness.

Novelty - The study reveals a compelling discovery: the capacity to live-stream significantly impacts competitiveness. This suggests that live-streaming is better suited as a predictor variable. Live-streaming capability is a crucial factor that entrepreneurs should not overlook, as it has the potential to enhance competitiveness quickly.

Type of Paper - Empirical

Keywords: Product Quality; Live streaming capability; Competitiveness.

JEL Classification: M31; M20.

URI: http://gatrenterprise.com/GATRJournals/JBER/vol9.2_2.html

DOI: https://doi.org/10.35609/jber.2024.9.2(2)

Pages 95–101